This study aims to understand the influence of store image and store attributes on consumers' souvenir purchase intention. A total of 450 questionnaires were distributed through convenience sampling method in Taichung. The effective questionnaires rate was 97.3%. The data was analyzed through Descriptive Statistics, Independent t-test, One-Way ANOVA and Multiple Regression Analysis. The results are as follows: Firstly, young consumers have higher level perception on souvenirs. Secondly, R^2 of store image and store attributes on consumer's purchase intention are 32.7%, and "traffic location" and "product uniqueness" were the greatest influence factors, as "store attributes" was the greatest influence variable. The findings of this study could provide guidance for souvenir store to understand customers’ preference in order to facilitate development strategy.